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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing
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Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing

3.67  ·  Rating details ·  206 Ratings  ·  21 Reviews
Evolving from the premise that customers have always behaved more like cats than Pavlov's dogs, Waiting for Your Cat to Bark? examines how emerging media have undermined the effectiveness of prevailing mass marketing models. At the same time, emerging media have created an unprecedented opportunity for businesses to redefine how they communicate with customers by leveragin ...more
Hardcover, 240 pages
Published June 11th 2006 by Thomas Nelson (first published 2006)
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Aug 28, 2011 rated it liked it  ·  review of another edition
This is a wonderful book for marketers/sales persons/business owners in the online world. The authors have invented a process called 'Persuasion Architecture' loosely based on Six Sigma framework. A Six Sigma for marketers if you will. Throughout the design of your own Persuasive System you will answer three basic questions:

1- Who are we trying to persuade to take the action?
2- What is the action we want someone to take?
3- What does that person need in order to feel confident taking that action?
Michael Gardash
Mar 06, 2012 rated it liked it  ·  review of another edition
Shelves: paper
If you can accept the shift to digital, then skip ahead to page 99 and start with the practical application of persuasion architecture.
Steve Garvin
Dec 15, 2016 rated it really liked it
Shelves: marketing
The authors introduce the idea of persuasion architecture. It's a solid structure for designing and understanding the customer journey. I'm a big proponent of increasing structure. The more structured and systematic, the greater likelihood for success.

In persuasion architecture there are numerous points that are aligned in order to provide an optimal experience for your customer. This, in turn, reduces the friction that occurs when prospects aren't getting their questions answered and problems
Katrina Kae Carriedo
Nov 19, 2017 rated it it was ok
A nice and easy read. Yes, learned a few terms and abstract and concrete ideas about marketing/advertising (some I already knew about), but the whole book is just basically a selling-point for the authors to sell their company/skills.
Aug 25, 2008 rated it it was amazing
This volume is accompanied by a CD containing an 80-minute video seminar during which Bryan and Jeffrey Eisenberg (with Lisa T. Davis) explain how to persuade people to purchase what you sell at a time "when they ignore marketing." That is, emerging media have redefined "the rules of the game" in the competitive marketplace. First the bad news: traditional mass marketing models are no longer appropriate. Now the good news: businesses now have an unprecedented opportunity to communicate effective ...more
Aug 20, 2010 rated it liked it
Shelves: non-fiction, own
This book has been on my To Read list for a long time. There were a lot of good points in this book. I like the three questions to always keep in mind: Who are you trying to persuade? What action do you want them to take? What do they need for them to feel comfortable taking that action? I also like the phases of the process they describe: Uncovery (which is supposed to mean that you understand you business, the selling & buying process and create personas for your customers), wireframe, sto ...more
Jun 28, 2008 rated it really liked it
Shelves: business
This is material that poo-poos the old dead-and-pretty-much-gone interruption advertising of television, radio, and print. People ignore advertisements today. So what's to be done? Marketing today is more personal and intimate. Marketers create and go to blogs to get an understanding of what customers want. They also ask questions and build products based on the responses. And it's more about niche marketing than mass marketing which allows a more intimate approach. Of course these ideas work; t ...more
Justin Gerhardstein
Mar 26, 2007 rated it really liked it
Shelves: academic
Cool book about marketing to the new age consumers that don't just eat up the shit we push in their face. These consumers are tech-equipped and more often pull themselves toward information about products and services than allow information to be pushed upon them. The only fault I have with the book is that it is more based in theory than it is in practice. The Eisenberg brothers offer a lot of great advice about marketing, yet you have to wonder while reading this book if they are great markete ...more
Feb 10, 2009 rated it really liked it
My distaste for marketing is slowly receding, and books like this are a part of the reason why. The title is somewhat strange, but it's based on the idea that traditional marketing is based in eliciting Pavlovian responses from possible customers, and that the advent of the internet and the absurd number of marketing messages that we all come into contact every day has people acting more cats every day - cantankerous, individualistic, and not interested being trained. Since I'm not really a dog ...more
Nov 06, 2009 rated it really liked it
Recommends it for: Anyone wanting a new perspective on how to persuade customers
Recommended to Catherine by: Publisher, to interview the author on my radio show
I was so surprised by this book. The title definitely is unusual. I learned new things from this book and I've been reading marketing books for a long time. This book is about persuasion yet from a whole new viewpoint. It covers many of the same topics other marketing books do; however, it's their viewpoint, based on their experience, I found refreshing and more realistic -- more believable. No hyped stuff.
Cecile Bol
Apr 19, 2013 rated it liked it
Wanted to read this book to see for myself how they explain their MBTI-based buyer types. Sadly, they do make a mistake here. Nevertheless, the book is very inspiring and I definitely understand why it was such a best seller. Only gave it three stars because it's outdated here and there (published in 2006) and I couldn't possibly give it four stars. Consider my rating 3.5 stars.
Josh Camire
Feb 21, 2010 rated it liked it
Marketing strategies of old are outdated. To stay ahead in the marketing game we need to think more intelligently about how our customers find us and the products we sell.
Apr 13, 2009 rated it liked it
Shelves: business
I recommend this book to anyone in marketing, or people who need to understand how marketing impacts buying decisions.
Brian Massey
Jul 22, 2012 rated it it was amazing
Shelves: marketing
I was so moved by this book, that I build my business on its teachings.

This book is the bible for online marketers.
Tiffany daSilva
Apr 14, 2013 rated it really liked it  ·  review of another edition
Such a great book on information architecture or "persuasive architecture." Great real life examples and processes.
Liz Woods
Mar 14, 2007 rated it really liked it
Easy read. Humorous.
Nicky Hirst
Apr 17, 2012 rated it really liked it  ·  review of another edition
Good for persuasion information so invaluable for content writers. Earlier pages very much revision for more experienced marketing people.
Mar 07, 2018 rated it liked it  ·  review of another edition
Shelves: leituras-2018
Bem sabia que não ia ser um livro sobre gatos, mas esperava outra coisa...
Não deixa de ser interessante e falar sobre aspectos do marketing que nunca tinha ouvido falar.
J. Mark
Jan 19, 2010 rated it it was amazing
Great book for marketers. Highly recommended.
Oct 18, 2008 rated it it was ok  ·  review of another edition
Yeah. Marketing. The majority of this reads like a treatise on common-sense, which I guess is in short supply in marketing world.
Curtis Sweitzer
rated it really liked it
Feb 11, 2018
Miguel Oliveira
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Feb 16, 2014
Alex Harris
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Jan 05, 2012
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May 30, 2016
Laura S
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May 25, 2016
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Mar 17, 2011
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Sep 16, 2012
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Jun 25, 2008
Nick Tillman
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Jul 02, 2008
Jakub Konečný
rated it it was amazing
Dec 08, 2015
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Bryan Eisenberg is the co-founder of BuyerLegends. He is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?”, “Always Be Testing” & “Buyer Legends.”.

Bryan is a professional marketing keynote speaker who has been the keynote speaker for corporate events and conferences such as Google, Edmunds,
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